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1 – 6 of 6It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this…
Abstract
It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively summarizing the key contributions in each of the nine volumes and draw out some lessons and principles I have learned in the process.